Growing Customer Lifetime Value with Best in

Class Data Management Practices

Today’s Host:
Scott Schell
@Schell_Shocked
Senior Manager, Global Customer Success
Cisco Systems, Inc.
Customer Success Methodology
#successtalk

Process Analytics

Automation

People

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“A 2% increase in customer retention has the
same effect as decreasing costs by 10%”

- Leading on the Edge of Chaos, Emmet Murphy & Mark Murphy

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Growing Customer Lifetime Value with Best in
Class Data Management Practices

Guest Presenter: Guest Panelist:

Scott Drost Sanjiv Patel
Solutions Architect for Implementations Director, Customer Success Analytics
Gainsight Cisco Systems, Inc.
Data supports process and automation
#successtalk

Process

Data
Analytics
Automation

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Big data can be overwhelming
#successtalk

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 Sales &
Finance
Marketing

Customer
Success

Product Operations

Developing data for customer success

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Data in the adoption journey
#successtalk

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Measuring health over time and sudden changes
#successtalk

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 Immediate needs for customer success
#successtalk

Customer
Necessary Data Success
Platform

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Begin with your customer list…

 Does your customer ‘list of record’ match what your

customer success managers see as THEIR customer list?
 Do you have a definitive, unique, controlled Customer ID
for each customer?

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 Audience Poll
#successtalk

Would the list your customer success managers give as “their” customers match
other customer lists in the company?

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© 2015 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
 Unique ID tracking illustration
#successtalk

999
Customer ABC Sports
Company

999 01
999 02
Instance Basketball
Golf Division
Division

999 01 01 999 01 02 999 02 02 999 02 03

User User 1 User 2 User 2 User 3

Event 999 01 01 999 01 02 999 02 02 999 02 03

011 011 011 011
(1st login)

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 Customer Success teams are monitors and
creators of customer health #successtalk

Operations/ Customer
Finance Product Usage Marketing
Support/Sales Success

Phase 1 Phase 2
Building the Longer Term Trends
Needed at their fingertips
User community posters? Newsletter
Sales/CS – who are the contacts? Their roles? readers?
Finance - renewal dates at least, or tiers Social Media interaction?
How is the customer using your product? Active? Successfully-closed CS Team Risks
Operations/Support- marker of engagement (0 tickets and Opps?
almost as bad as too many Sev1) And of course, ‘Other’

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 Audience Poll
#successtalk

Do you think your company has unique customer IDs that can already be found in
different data sources?

Yes No

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 Do you need to…
#successtalk

Establish unique customer IDs

Develop instance IDs
Generate user IDs
Create event trackers
Identify decision points for each data source

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Acting on data compared to previous trends
#successtalk

Upsell Opportunity?
Training Needed?
Downsell Risk?

Training Successful

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 Feeding your data machine
#successtalk

Customer
External Data Success
Data Platform
Machine Data

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 Evaluate Develop and
Investigate
your current implement a Execute
customer
customer unique what you
success
tracking customer can now
platforms
process identifier

Getting started

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 Upcoming Sessions
#successtalk

Expand Selling Practices in Action

March 15, 2016
Find out how to increase your average revenue per customer with valuable upsell
opportunities.

Using Technology to Automate Your Customer Lifecycle

Management Strategy
March 29, 2016
Discover how strategic automation practices can lower your cost to serve customers.

Promoting a Customer Success Culture

April 12, 2016
Learn how transforming values through thought leadership protects recurring
revenue.
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Thank you.